告诉我事实还是让我感觉?时间地标对绿色广告诉求的有效性研究。

IF 3 3区 心理学 Q1 PSYCHOLOGY, MULTIDISCIPLINARY
Jia-Cheng Li, Cheng-Wen Sun, Bojan Obrenovic, Hai-Ting Li
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引用次数: 0

摘要

企业利用绿色广告向消费者传达环保、可持续发展的理念,可以显著提升企业的品牌形象和绿色产品的市场占有率。本研究以能力诉求和温暖诉求为突破口,探讨绿色广告诉求和时间地标对绿色购买意愿的影响。在刻板印象内容模型的基础上,通过三个实验研究绿色广告诉求与时间地标对消费者购买绿色产品意愿匹配效应的机制和边界。研究结果表明,绿色广告的吸引力(能力vs.…温度)和时间标志(开始vs..)结束)与消费者购买绿色产品的意愿互动。具体而言,在时间地标开始时,能力诉求能够促进消费者购买绿色产品的欲望。而温暖诉求最终能促进消费者绿色产品购买意愿,绿色产品感知有效性在这一交互效应路径中起中介作用。此外,个体的主观忙碌会调节绿色广告诉求与时间地标的匹配效应。
本文章由计算机程序翻译,如有差异,请以英文原文为准。

Give me the facts or make me feel? A study of the effectiveness of temporal landmarks on green advertising appeals.

Give me the facts or make me feel? A study of the effectiveness of temporal landmarks on green advertising appeals.

Give me the facts or make me feel? A study of the effectiveness of temporal landmarks on green advertising appeals.

Businesses use green advertising to convey the concept of eco-friendly and sustainable development to consumers, which can significantly enhance their brand image and market share of green products. This study uses competence and warmth appeals as breakthroughs to explore the effects of green advertising appeals and temporal landmarks on green purchase intentions. On the basis of the stereotype content model, three experiments are conducted to study the mechanism and boundaries of the matching effect of green advertising appeals and temporal landmarks on consumers' willingness to purchase green products. The study results show that green advertising appeals (competence vs.. warmth) and temporal landmarks (start vs.. end) interact with consumers' willingness to purchase green products. Specifically, at the start of the temporal landmark, the competence appeal can promote consumers' desire to buy green products. In contrast, warmth appeals can ultimately promote consumers' green product purchase intentions, and the perceived effectiveness of green products plays a mediating role in this interaction effect path. Furthermore, an individual's subjective busyness moderates the matching effect of green advertising appeals with temporal landmarks.

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来源期刊
BMC Psychology
BMC Psychology Psychology-Psychology (all)
CiteScore
3.90
自引率
2.80%
发文量
265
审稿时长
24 weeks
期刊介绍: BMC Psychology is an open access, peer-reviewed journal that considers manuscripts on all aspects of psychology, human behavior and the mind, including developmental, clinical, cognitive, experimental, health and social psychology, as well as personality and individual differences. The journal welcomes quantitative and qualitative research methods, including animal studies.
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